Our AsiaBerlin Ambassador Tina Nayak is the CoFounder of Useritics which helps ambitious, growth-oriented businesses to build a user-centric company culture. With over 14 years of experience scaling businesses and teams based on proven marketing and execution frameworks in India, the EU, and the US – she’s worked in growth roles at Berlin startups such as Babbel and Preply in the EU and Twitter in India. She is a startup person at heart and enjoys mentoring other founders at Techstars Berlin and Berlin Founders Fund. We spoke to her about her motivation to join the AsiaBerlin Community and her love for Berlin as a startup city. Edited Excerpts :
What has been your motivation to contribute to the AsiaBerlin community
My first interaction with AsiaBerlin Community was when I delivered a talk on Go-to-Market strategies for India at AsiaBerlin Summit in 2019 (formerly AsiaPacific Week Berlin). Since it was my first time at the event, I didn’t quite know what to expect. When I walked in at the event, I was blown away to see the cultural diversity, knowledge sharing, along an open platform for early-stage startups, SMBs to MNCs from all over the world. AsiaBerlin provided that platform for idea exchange and an open platform to collaborate and learn from each other. It provided this fabulous community to exchange ideas and connect to not only build connections and lasting relationships but also to grow together through cross-border collaboration.
Please share something about your experience as an AsiaBerlin Ambassador and how has it helped you or vice versa?
I came to Berlin from India with a belief that language would be a huge barrier. But the city is so cosmopolitan and welcoming that I felt at home pretty quickly. Being an Ambassador has opened avenues for me to connect with startups and professionals who are bringing innovative product offerings to market as they solve new problems in different markets. Asia Berlin has been instrumental in me finding new friends and colleagues.
Why did you decide to become an entrepreneur in Berlin and what is the problem you are trying to solve with your startup? How did you come up with this idea?
I co-founded Useristics to help ambitious growth-oriented startups in building a user-centric culture. We equip teams with actionable knowledge and ‘how-to’ skills to better understand users. We help founders, product managers, designers, and marketers build a user-first thinking approach so that they have the knowledge they need to not only meet user and market needs but also drive meaningful business impact.
I’ve been a founder before and I’ve seen the power of customer conversations early on. But as your team grows, it’s critical to equip the young startup teams with the know-how they need to truly understand their users. When you are equipped with the know-how, it helps you make better product and business decisions. .
Berlin is right in between the west and the east, making it central in many ways and also connecting with EU, US, and Asia markets. Having seen the new startups coming to market in the last 4 years that I’ve been living here, it’s a great place for young startups.
Do you think startups have the potential to go truly international from Berlin?
Yes, without doubt. The policies, grants initiatives and most of all a welcoming international community.
What are the areas/questions for which the community should reach out to you?
I’m passionate about building businesses that are focused on the end-user and the customers. User-centric businesses are true, authentic businesses that stay in touch with their why – Why did you start the business in the first place and why this user problem is the most attractive to you, you can then create leverage and competitive edge from the inside out rather than outside in.